2010 imagepower® green brands surveyrecursos.anuncios.com/files/375/10.pdfconsumers want government...

2010 ImagePower®

Green Brands Survey

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2010 ImagePower® Green Brands Survey

Feb 27 -Mar 24

9,022 interviews

8countries

Sustainable Brands need to lose their premium status

IT’S THE ECONOMY

STUPID

Which concerns you more, the economy or the environment?

79% of Americans are more concerned about the economy than the environment

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Consumers in India and Brazil are more concerned about the environment than the economy

76% of Americans say it is very important for companies to offer good value

Only 37% of Americans say it is very important for companies to be environmentally conscious

Do you believe green products cost more or less than comparable non-green products?

Most customers still see green as more expensive

82% of Americans believe that green products cost more

82 85 89 82 84 82 68 71

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The perception that green products cost more continues in all countries

2009 2010

Consumers still want to go Green

How important is it that the brands you buy are from an environmentally friendly company?

Over 60% of all consumers say it is somewhat or very important to buy Green

75 78 88 63 79 97 97 93

Over 30% of all consumers plan to spend more on Green goods next year

35 31 41 31 35 82 81 73

US consumers are in something of a holding pattern

35% will spend more on Green brands next year

-4% from 2009

44% will spend the same on Green brands next year

+7% from 2009

Consumers rate IKEA as a Top Ten Green Brand showing Green can equal Value to consumers

Sustainable Brands need to respond to cultural nuances

Greater growth in Green brand spending among consumers in developing countries

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Over 70% of consumers in China, India and Brazil plan to spend more on Green products next year

Plan to spend the same Plan to spend more

Hurdles to Green consumption vary by country

Cost is seen as the #1 barrier by consumers in developed countries

Lack of selection is the biggest hurdle in

Brazil & India

The biggest barrier for Chinese shoppers is the lack of consistent labeling

Education vehicles for Green brands vary in effectiveness

31

Consumers in France, Germany & China are more likely to evaluate Green brands on certification marks

Most consumers in developing countries think Green advertising helps them make informed decisions

80%86%

91%

Many respondents in developed countries think there is so much Green advertising that consumers tune out

39%

48%

Climate change is seen as the most important Green issue globally

#2 #1 #1 #1 #2 #1 #3 #1

Americans and Brits are most worried about energy use

Water is the most important Green issue in Australia

Deforestation is the #1 concern in Brazil & India

Sustainable Brands can take on a leading role for change

Over 60% of all consumers say it is somewhat or very important to buy Green

75 78 88 63 79 97 97 93

Consumers want government to mandate clarity on ingredients, materials, origin, and waste management

US UK France Germany Australia China India Brazil

Disclosure of

materials/ingredients66 65 71 74 82

Food origin labels 65 65 72 77

Companies must recycle

packaging75 74 80

Easier to understand

labels69 76 80

More safety testing 65 83 77

Companies must take

back used products81

Manufacturing information

2nd Most ImportantMost Important

Many consumers think the environment in their country is on the wrong track

47 48 54 48 42 29 57 66

Business has an opportunity to take the lead on these issues

Business is essential to solving the climate crisis, because this is what

business is best at: innovating, changing, addressing

risks, searching for opportunities.

There is no more vital task.

Richard Branson,Founder & CEO, Virgin

Top Green Brands from 2010 ImagePower® Survey

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Top Green Brands from 2010 ImagePower® Survey

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Brands that are IN ME, ON ME & AROUND ME continue to dominate in the US

2010 sees the emergence of Green brands that HELP ME...

Join us for a deeper dive today at 12:45

Bring your lunch to the Bonsai Room near the DeAnza Ballroom for additional detail and discussion with all the Green Brands partners.

Thank You

Penn, Schoen, Berland

Beth Lester(202) 962-3042

blester@ps-b.com

Cohn & WolfeAnnie Longsworth

(415) 365-8521annie.longsworth@cohnwolfe.com

Landor AssociatesRuss Meyer

(415) 365 - 3866russ.meyer@landor.com

Esty Environmental Partners

Amy Longsworth(202) 386-7586

amy@estyep.com